Have you ever used creative that was not well received by everyone but garnered the attention you were seeking?
For Martin Luther King, Jr. Day, MTV aired in black and white for 12 hours starting at 9 a.m. to honor the civil rights leader’s memory.
MTV also aired a new series of PSAs titled “The Talk” as part of its ongoing anti-bias campaign. The PSAs that will focus on encouraging open discussions of race rather than simply trying to ignore the cultural, social and political realities of race in America. The spots featured public figures, such as Kendrick Lamar, U.S. Rep. John Lewis of Georgia, Sen. Cory Brooker of New Jersey, singer Jordin Sparks, Fall Out Boy bassist Pete Wentz and Republican Sen. Rand Paul of Kentucky.
“Millennials believe strongly in fairness, but they can also find it difficult to talk openly about race—to be not simply ‘color blind’ but ‘color brave,’” said Stephen Friedman, president of MTV. “Our audience is looking for a way to bring the national conversation on race into their homes, and this campaign will give them a forum to express true color bravery.”
To say one is “color blind” or doesn’t see color is the wrong approach according to the network. MTV promotes seeing our differences and celebrating them.
However, not everyone agrees with MTV’s MLK Day promotion. Critics believe MTV is using King to draw attention for itself during the recent race related incidents. MTV combated critics by saying that King’s struggle is not a matter of history, but a relevant issue today.
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